The way people see you can be unfair, but no one knows yourself like you do.

Be flexible and commit to the market place you want to be in.

How do you decide what is essential and what is useless?

If you want to make a specific change, it’s easy to find what is essential.

Stand for something and make a promise to shape your brand accordingly.

Set boundaries for what you will and will not stand for.

How will marketing change as people leave for the gig economy? How can we stand in a crowded field?

Today’s industry runs on neophilia, which is the love people have for new things.

This market’s constantly living on the edge.

You don’t have to go in that direction.

Find people who are in the center of the market.

You can offer pricier gigs if you understand people better and if you go the extra mile.

Make your work human.

How do you choose your projects? What scale do you want your projects to be? How do you keep from getting distracted in the middle of a project?

You need to decide those things:

Who you are.

What your brand is.

On which scale do you want to accomplish things.

Once you choose, you have to stick with it and every other subsequent decision has to help make your brand better.

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